Even though most web professionals and marketers know about Google Analytics, not many understand how they can fully unlock all the power of this free analytics software.
Even though most web professionals and marketers know about Google Analytics, not many understand how they can fully unlock all the power of this free analytics software.
Business summary: Understanding attribution is fundamental knowledge in Google Analytics. And it's not only about traffic sources. Because it affects almost every report! And this could be the end of the post.
It’s no secret that organizations have been increasingly turning to advanced analytics and artificial intelligence (AI) to improve decision making across business processes—from research and design to supply chain and risk management.
You probably missed it, but in December of 2017, the Google Analytics team released a long-awaited new feature: Audiences in Reporting. This feature opens up a variety of new applications and uses in the Google Analytics Suite.
Marketers in the high-tech world who use phrases such as “social media marketing,” “Facebook marketing” and “content marketing” do not understand the basic difference between marketing strategies, marketing channels and marketing content. And Google Analytics is to blame.
Google Analytics is a wonderful tool, but learning your way around it and fully benefiting from it can be a challenge. Here we’ve categorized over 50 resources that will help you understand and use Google Analytics to its full potential.
Becoming an entrepreneur is like stepping onto the most intimidating roller-coaster in the world. There are ups, there are downs and there are unexpected turns. Sometimes you feel a little sick afterwards and sometimes you’re just inexplicably happy.
One day I’m sure everyone will routinely collect all sorts of data about themselves. But because I’ve been interested in data for a very long time, I started doing this long ago. I actually assumed lots of other people were doing it too, but apparently they were not.
My love for segmentation knows no bounds. Whether you do online, offline or nonline analysis, or just like to randomly play with data, insights arrive faster with segmentation.
We talk about data every day – sessions, visits, conversions, pages, hits, etc. etc. etc. But sometimes we fail to understand how all of these metrics fit together and where they come from. Let’s take a look at how digital analytics tools organize data.
Analyzing your website data with Google Analytics is much like mining for gold. Advanced prospectors profit because they know where to look to find the nuggets, while inexperienced practitioners come up with only dirt after making the mistake of trying to prospect the entire mountain.
Web Analytics tools have become pretty feature rich, and the future promises to bring even more goodies (Universal Analytics anyone?). But these features bring with them new problems that we hadn't imagined before.
There are few things more complicated in analytics (all analytics, big data and huge data!) than multi-channel attribution modeling.
For marketers, there are few skills more important than a deep understanding of Google Analytics and its conversion measurement capabilities. After all, this is the tool that tells you whether your efforts are actually translating into results.
Are you ready to get the most out of Google Analytics? If so, we’ve collected the ultimate guide to over 150 Google Analytics resources you can use, including the top official Google Analytics channels, Google Analytics integrations, tools for Google Analytics, and articles about Google Analytics.
Analytics are often overlooked as a source of information for UX designers. Many designers don’t consider analytics, and instead base their decisions solely on what they know about user psychology. While this isn’t wrong, analytics offer us more insight into our users, rather users in general.
Recently, we covered how you can go beyond standard reporting in Google Analytics by using filters, segments, reports, and dashboards.
Google Analytics is a powerful yet quite complicated tool. And unfortunately, the truth is most people who use it don’t reap its full benefits.
With the Ecommerce Foundation quoting B2C eCommerce figures of $2.2bn worldwide for 2015, it seems that if a business is not focusing efforts online then it’s falling way behind the current trend.
There’s something new in the world of tracking: the container tag. It’s more commonly known as Tag Management. You may have heard of it over the last year or so. Very quickly this technology has spawned a number of companies and investment in this area.
“Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital,” said Aaron Levenstein, a former professor of business administration at Baruch College. [Tweet It!] The same is true of your data in Google Analytics.
One of the fundamental new features of Universal Analytics is user-centric measurement. This includes measurement across multiple devices – computers, smart phones, tablets, kiosks, etc. But this change introduces a number of new challenges for analysts and marketers.
My love for segmentation as the primary (only?) way of identify actionable insights is on display in pretty much every single blog post I write. Because it is.
My last post, perhaps provocatively, called for a reduction of data in executive dashboards (digital, online, offline). More English (IABI, specifically) would lead to a smarter understanding of performance, and of course glory for data practitioners.
Every online business has steps that people must take to become a customer. You can say that ad supported businesses are an exception – and that’s true, because people who click on ads aren’t customers!
Everyone knows analytics are important for product managers. But, like lots of things everyone knows, not everyone knows why they are important and in the case of analytics even necessarily what they are. This post is going to look at:
UPDATE: Due to the general confusion over channel groupings, I wrote a comprehensive companion guide on what they are, why they’re important, how to modify them, and how to make sure your campaigns aren’t under-reporting.
What happens when you take two of the top online platforms in the industry and allow them to play together nicely? On our right, we have Salesforce.
Most web analytics tools will give you a lot of information about your users’ devices. These insights can be extremely useful for measuring trends and are particularly important if you have a separate mobile and desktop site or a different design for Android and iOS.
You’re already an SEO sensei. You’re a content creator, PPC pro, marketing maven, and analytics ace. If you need it for online success, you’re aware of it and on top of it.
This is part 1 of a two part series on advanced content tracking. This post is about why you might want to use this technique and how to implement. The next post will cover the reporting and analysis. The default content tracking content in Google Analytics is fairly straight forward.
IBM’s Watson Analytics service is now in open beta. The natural language-based system, born of the same programme that developed the company’s Jeopardy-playing super computer, offers predictive and visual analytics tools for businesses.
Do you want to know what content performs best on your website? Have you heard of Behavior reports in Google Analytics?
The Real-Time reports section in Google Analytics allows you to monitor activity on your website as it occurs from moment-to-moment, providing insights on how people are reacting to your marketing campaigns and infrastructure.
Growth hacking is one of the most talked-about terms in the startup and marketing worlds. Some see it as a revolutionary way of shaping and accelerating startup growth, while others consider it a fancy word for marketing.
The goal of my recent post on the Yahoo! Web Analytics blog was to pull us up 10,000 feet to do something we do less than 1% of the time in the web analytics world – look at the bigger business picture.
The art of analysis often fails to deliver ginarmous success simply because of how limited our worldview is when we go about identifying bottom-line impacting insights.
If you don't have goals, you are not doing digital analytics. You are doing i am wasting earth's precious oxygenalytics. Let's back up. Let me start with a story.
Regular readers of this blog will recognize that I suffer from OOD. Outcomes Obsession Disorder. I am seeing a therapist for it.
It is painfully heartbreaking to realize that a very small tiny number of people who have access to web analytics tools actually use them. I mean really use the tools. Ravage all the features. Exploit every possible button. Produce built-in visualization magic.
You’re a busy marketer; it’s likely that you’re keeping tabs on more than one Google Analytics account, and that’s just a small part of your job.
I’m sure everyone here knows that segmentation is probably the most important tool that we have in our analysis toolbox. And with the updated Google Analytics segments you can slice and dice your data in some really creative ways.
Imagine you’re moving apartments and shopping for new furniture at a couple of stores. You see a couch you like, but you’re not sure, so you leave thinking maybe you’ll return another day. But that couch doesn’t take well to rejection.
In 2006 Netflix announced the Netflix Prize, a competition for creating an algorithm that would “substantially improve the accuracy of predictions about how much someone is going to enjoy a movie based on their movie preferences.” There was a winner, which improved the algorithm by 10%.
Call it a case of too much of a good thing. Google Analytics puts a lot of data at your fingertips. It’s a mountain of metrics, and a deluge of dimensions. With it, you can drill deep down into your website visitors, their demographics, and their behavior.
One of my obsessions as of late has been page speed. A more technical client early last year made me realize I’d phoned it in for the page speed recommendations that I’d been including in my SEO Site Audits.
The concept of a session in Google Analytics is important to understand because many features, reports, and metrics depend on how Analytics calculates sessions. A session is a group of interactions that take place on your website within a given time frame.
This article comes from Togaware. These draft chapters weave together a collection of tools for the data scientist—tools that are all part of the R Statistical Software Suite.
If you use Google Analytics, you’re probably familiar with the standard reports that show visits, traffic sources, top content, and conversions. But if you haven’t gotten into the other features that Google Analytics offers, you might be missing out on new ways to learn more about your traffic.
Bounce rates, referring links, time on site, page views – the availability of data about your website visitors can astound even the best content marketer.
You know what they say, “If you can’t measure it, you can’t improve it.” In Search Engine Optimization measurement is critical to success. Sure, keyword rankings are a great measure of SEO.
We analyze the performance of our content every day. Sometimes it's subconscious, like when we check the number of tweets we get from a new blog post. Other times, we make more conscious efforts, like reviewing performance metrics in Google Analytics.
The Google Analytics Individual Qualification (IQ) is a demonstration of proficiency in Google Analytics that is available to any individual who has passed the Google Analytics IQ exam.
For the first two decades of the web, the vast majority of those performing web marketing tasks used visitor analytics tools (from log files and hit counters all the way up to today's full-featured visitor analytics tools) to do their jobs.
Every Facebook page owner’s first stop for Facebook analytics should be their page’s Insights. Facebook recently revamped Insights with the following sections of information about your Facebook page:
Every few months of so, I see a (re)tweet pointing to this infographic from KissMetrics. Here’s a snippet: (Update: to learn about measuring content engagement and accurately calculating time on page in Google Analytics, see this post).
Make love? Direct Traffic? Really? I am not kidding. Direct traffic contains visitors that proactively seek you out, everyone else you have to "beg" to show up on your site!
Advanced Segments allows you to isolate specific types of traffic within your Google Analytics reporting. For example, you can see your Google Analytics standard reporting data for visitors from only the United States if that’s what you want to do.
Every indicator we have is that companies are investing more in every facet of analytics. Tools. People. Consulting. Processes. Yet, it is unclear if that increase in investment is being followed by a commensurate increase in value delivered to the organization's bottom-line.
All analytics tools I know of track pageviews in a way that—to put it bluntly—simply doesn’t work for a growing number of websites today and is completely incompatible with the direction the web is heading.
The web provides us with a firehose of data and information. The data captured includes: How many visitors to your blog or website, the number of social media shares, what country they visited from and the list goes on and on and on and on!
Homer: There's three ways to do things. The right way, the wrong way, and the Max Power way! Bart: Isn't that the wrong way?
Back in July, Twitter launched a really nifty analytics dashboard. A bit like Google Analytics for tweets, it allows you to gauge the performance of each and every tweet you sent. How many people saw it? How many of those actually clicked your links?
99.9996253% of Web Analytics reports produced are utterly useless.
Whenever someone starts a new website, one of the very first things they’re sure to do is install Google Analytics.
In a Q&A after a keynote a couple of years ago, I was asked: "When will traditional business analysis subsume the web analytics silo?" My reply: "All business will ultimately be digital, so, if anything, web analytics will subsume business analysis!" That was a half-cheeky reply.
Google Tag Manager is designed to minimize your dependency on web developers when you want to add marketing and analytics codes (or “tags”) to your website. This video discusses the basics of both Google Tag Manager and Google Analytics event tracking, and how you can integrate the two.
Google Analytics is introducing a number of new technologies, collectively called Universal Analytics, that will create a better way for businesses to measure their digital world.
There’s no question that Google Analytics is an essential tool to understanding your digital audience. It allows you to dig deeper into the types of content they interact with, the platforms they engage on, and the path that leads to a conversion.
This is one of a series of articles. In the first part of the series, we explain why these techniques are the most reliable way to grow hugely any business. The first part also contains an infographic that summarizes the whole series.
I wish someone had laid out a list of Google Analytics tips or best practices when I started in digital marketing. See, the interface seems quite intuitive when you dive in and it’s easy to click around, so you’re fooled into thinking that Google Analytics itself is largely straightforward.
The questions reveal a bunch of things we used to worry about, and continue to, like data quality and creating data driven cultures. They also reveal things that starting to become scary (Privacy! EU Cookies!) and others that are already delivering nightmares (a multi device world!).
Picture this crazy scene. You’re heading downtown in rush hour traffic. A Porsche 911 veers into your lane and cuts you off at 90 miles-an-hour. Startled, you kick your Prius into high gear to catch the criminal.
You’ve read a lot about Google Analytics by now, especially here on KISSmetrics. But if you’re not applying what you’ve read, then you’re not going to get what you really want out of Google Analytics.
If you manage a website, there’s a good chance you are using Google Analytics (GA) to keeping track of your visitors, or you are considering using it. GA is an excellent product, and given the fact it’s free makes it a very viable and attractive solution to many website owners.
In this blog series, we shed some light on our marketing approach at The Next Web through Web analytics, Search Engine Optimization (SEO), Conversion Rate Optimization (CRO), social media, and more.
In a world where we are overwhelmed with data and metrics and key performance indicators and reports and dashboards and. . . sometimes all it takes to make some sense of all this "mess" is someone stepping up to share a tiny slice of wisdom from their experience. That's my plan for this blog post.
This tool allows you to easily add campaign parameters to URLs so you can track Custom Campaigns in Google Analytics. Fill out the required fields (marked with *) in the form below, and once complete the full campaign URL will be generated for you.
Have you started the year off on the right foot? I hope you had a worthwhile end of 2014 and are looking at 2015 with excitement and anticipation! Today I wanted to share with you an exercise that I do on my blogs at the end of every year that helps me to grow my blogs in the year that follows.
Do you want more from Google Analytics than standard reports? Did you know you can get custom data?
Do you know how your Google+ business page is performing? Are you using Google+ My Business analytics?
Recently Twitter rolled out their native analytics platform for all users and now you can get some quality data about your tweets directly from Twitter. After researching over a thousand Twitter Tools for the Twitter Tools Book I came across many Twitter analytics and visualization tools.
Paid advertising is a great way to guide more traffic to your site and increase business, but it can become expensive quickly if you aren’t careful. How do you make sure you are getting the most out of your paid ads? Just the other day, I was speaking with a business owner in my local community.
Standard reports stink. Custom reports rock! If you are a regular reader of this blog, you are quite familiar with this sentiment. I've expressed it often. :)
The Google Analytics platform has been changing from a web analytics tool to a user-centric digital measurement tool (we’ve been calling it Universal Analytics). This evolution includes a number of changes to the system and completely new features.
When on-boarding a new client, there is a lot that needs to get done. Usually the list includes a tech audit, reviewing content, and combing through back links to name a few tasks. A review of the analytics implementation is often overlooked though.
If you’re not familiar with Google Analytics, it can be a little daunting at first. With so much data available to dig through, it’s hard to know where to look to find the most important metrics.
We’ve recently re-imagined segmentation to make it even easier for new Analytics users, yet also more powerful for seasoned analysts and marketers.
For people who analyze customer behavior, the table above is a familiar one. This Mixpanel chart measures retention rates across different user cohorts. By moving down the table, you can see how retention is changing over time.